Faculty of Commerce, Law and Management (ETDs)

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    Evaluating the role of social media marketing activities on brand equity of an automobile oil brand in South Africa
    (University of the Witwatersrand, Johannesburg, 2022) Zungu, Mpumelelo Zandile; Quaye, Emmanuel
    Social media marketing (SMM) plays a significant role in providing access to increased brand activity, brand recognition, and generating online traffic for different businesses for both new and old brands. This study conducted 15 qualitative in-depth interviews with key informants involved in the marketing and sales of the Engen Petronas oil brand in South Africa to explore the impact of social media marketing activities (SMMA) on the new Petronas oil lubricants. The results reveal that SMM activities have proven to be an effective strategy for improving the Petronas oil lubricants brand's brand besides being a new brand in the South African market. Furthermore, the study's findings indicate that despite the lack of significant trendy social media strategies, the engaged SMMA provides access to increased brand activity, brand recognition, and generating online traffic for the Petronas oil lubricant
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    Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty
    (University of the Witwatersrand, Johannesburg, 2022) Sumani, Srishti
    The main research problem is examining the influence of Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. Research Methodology: This research will use the method of deriving data and analysing the data through the Quantitative method of study. There are many research designs, however this study uses the cross-sectional research design method (Bryman, 2012). Surveys form a part of cross-sectional designs. This research will use the method of deriving data and analysing the data through the Quantitative method of study. This research uses a non – probability method of sampling. Cross sectional research design is a type of statistical technique where information is gathered through many cases at a time, to gather quantitative data and show a sense of alliance within the different case variables (Bryman, 2016g). There are many quantitative methods in relation to data analysis, however this study will use the Descriptive Statistics, Structural Equation Model (SEM) as well as the Confirmatory Factor Analysis (CFA) to study the responses and consolidate the conclusion (Bryman, 2012). Research Results: A detailed study was conducted to study the concept of customers, customer loyalty, customer satisfaction as well as customer relationship management strategies with reference to brand referrals. The survey was distributed to the customers of Sixty60. This survey was insightful because the questions outlined various questions that were in sync with the influence of social media. The survey determined that social media indeed has an influence on brand awareness; social media brand awareness through Facebook and Instagram leads to customer loyalty and whether this loyalty leads to brand referrals. The managerial and policy implications states that this research can be used by companies to understand Social Media Marketing and Brand Awareness and its effect on online shopping customer loyalty. The results can be used by companies in order to understand how they can use social media for their business as well as whether social media affects their business type. The theoretical implication of this theory is the fact that social media influences brand awareness and customer loyalty in the online shopping sector, thus the results are aligned with these implications
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    The Potential for Non-Fungible Tokens (NFTs) in Brand Marketing
    (University of the Witwatersrand, Johannesburg, 2023) Sawu, Rohini
    This research is an exploration of the potential role of non-fungible tokens (NFTs) in brand marketing communications in a South African context
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    Exploring the relationship between digital marketing and brand equity
    (2022) Kalima, Killiana C
    In the study, digital marketing was examined in relation to brand equity. The focus was on specific social media platforms that can be used as platforms for online digital marketing. Brand awareness and brand image, two constructs of brand equity, were examined in the study. In the quantitative research approach, convenience sampling was employed. An online survey was conducted among students at the University of the Witwatersrand. 263 samples were assessed and analysed using SPSS software. As a result of the study, the link between digital marketing and brand equity was confirmed. Facebook, Twitter, Instagram, and YouTube have positive correlations with brand equity, as measured by social media brand awareness, which improves brand image. In order to increase brand visibility, organizations should consider using social networking sites to execute digital marketing campaigns for brand awareness. Other geographical regions can be used to duplicate the study.
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    Sources of brand equity in a government programme: a case of the renewable energy independent power producers programme (REIPPP) in South Africa
    (2020) Mojanaga, Nonesi Desiree
    Assessing the sources of brand equity in the government sector is an area of limited research. This research report applies the Brand Equity theoretical model developed by Aaker (1991a; 1991b) to determine the sources of brand equity in a public sector energy programme in South Africa. The Renewable Energy Independent Power Producers Programme (REIPPP) is a private-public partnership in the renewable energy sector, introduced in 2010. A brand is considered to be one of the most important intangible assets of any organisation, and therefore the determination of the sources of its value, or brand equity, is of great importance. A quantitative research approach was adopted to guide the study, using a structured survey questionnaire. Data was collected through an online survey from a sample of thirty-two respondents, most of whom have been extensively involved in the REIPPP and analysed using descriptive and inferential statistical methods. The results of the research study highlighted the most important factors affecting brand equity in the REIPPP, which are brand awareness and perceived benefit. The findings show that Aaker’s (1991a; 1991b) Brand Equity model has relevance and applicability in the public sector. The contribution of this report is to enhance academic understanding of brand equity in the public sector and to explore the implications for management practice whilst providing marketers in the public sector with the tools for public sector marketing
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    Customer and employee-based brand equity driving United Bank for Africa's market performance
    (2017) Uford, Imoh Charles
    With increased competition in the banking industry, particularly in developing economies, United Bank of Africa Plc (UBA) in Nigeria has been thriving. The bank is a multinational financial services provider, which operates in 22 African countries. It also has offices in the US, UK and France. UBA has about 626 global branches and serves more than seven million retail, commercial and corporate global customers. Positioned as a pan-African bank, the UBA Group is firmly in the forefront of driving the renaissance of the African economy. It is also well positioned as a one-stop financial services institution, with growing reputation as the face of banking on the African continent. UBA Plc has grown over the years from being just a brand name to a house hold name in Nigeria. In 2011, it was reported that UBA’s total assets was worth about $12.3 billion. The bank is also gearing to be one of the dominant and leading banking brands in Africa. While the measurement of UBA’s asset worth is important as it reveals information of its financial performance, it can be more important to measure the worth of its intangible assets, which is being captured from the assessment of its brand equity. Brand equity does not only comprise of an organization’s intangible assets, but does reflect the values consumers hold of a brand and can also secure long-term commercial and competitive advantages for companies. With the notion that the value or power of a brand lies in what customers perceive in their minds concerning the brand, most studies have measured brand equity mainly from the customer-based brand equity (CBBE) perspective using Aaker’s (1996a) and Keller’s (1998) models. Aaker’s (1996a) model is however considered to be the most comprehensive CBBE model and it measures brand equity from five dimensions – brand awareness, brand association, perceived quality, brand loyalty and proprietary assets. While CBBE can secure long-term market performance, it is being recommended that the contribution of employee-based brand equity (EBBE) should also be measured. This is particularly important in the service sector, such as banking, where “what is delivered is less important than how it is delivered”. More so, with the increasing importance of internal branding, there is a need to measure EBBE, which assesses how knowledgeable, happy and committed employees are willing to deliver on the brand promises to build brand equity. In addition to the importance of measuring both CBBE and EBBE, there is also the need to further compare the extent to which both CBBE and EBBE predict market performance, an outcome anticipated, but rarely empirically tested. This study therefore employs Aaker’s (1996) CBBE model and Kwon’s (2013) EBBE model to examine the sources of UBA’s CBBE and EBBE respectively and the extent to which each of the equities drive market performance indicators, such as consumer purchase intention, willingness to pay a price premium and brand preference. A positivist research paradigm with a quantitative survey of 182 UBA employees and 178 UBA customers were used to test the hypotheses. The relationships hypothesized in the conceptual model were empirically tested using structural equation modeling (SEM). The results indicated that the conceptual model satisfactorily fitted the data and provided reasonable explanations among variables. In terms of the relationships, it was found that UBA’s CBBE was accounted for by brand associations or image and brand loyalty. UBA’s overall CBBE positively and significantly affected all the market performance indicators of purchase intention, willingness to pay a price premium and brand preference. UBA’s EBBE which was found to be positively and significantly driven by role clarity and brand commitment could only positively and significantly predict the bank customers’ willingness to pay a price premium. Conclusively, it was found that while UBA’s EBBE make some contribution to the bank’s market performance, its CBBE is the major driver of its performance. This study theoretically contributes by not only empirically testing Aaker’s (1996b) CBBE and Kwon’s (2013) EBBE in the Nigeria’s banking sector, but by also showing how both models explain market performance. Practically, the study reveals sources of CBBE and EBBE, which not only UBA should prioritize in improving their market performance, but other service sectors in Nigeria and the continent should take special note of. Keywords: Brand equity, customer-based brand equity (CBBE), employee-based brand equity (EBBE), United Bank for Africa (UBA) Plc, United Bank for Africa (UBA) Plc, structural equation modelling (SEM), United Bank for Africa (UBA) Plc, willingness to pay a price premium and brand preference